Scotiabank, Eastern Caribbean Region, had amassed hundreds of thousands of social media followers and friends throughout its fourteen (14) territories. The only challenge was, keeping them engaged. While individual campaigns produced the desired results for the bottom line, the conversations, enthusiasm and interaction were missing from the social media channels. Scotiabank (ECR) felt disconnected from its audience and wanted to change that.
G&A was commissioned specifically for its attention to creativity. The mission was to trial an engagement strategy for a mortgage campaign offer across several territories. The aim was engagement – likes, comments, hits, shares, replies, retweets, favoriting etc. The G&A team dug into the real issues where home ownership and a desire for home ownership are concerned. We determined that a light-hearted and slightly provocative approach would be ideal for the messaging, while imagery would connect to the pain points of various ‘ideal’ homeowner prospects. The resulting creative comprised imaginative scenarios around unexpected images that would encourage people to laugh, shake their heads, or in other ways connect with the characters who all had one thing in common: They really needed their own home.
